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Social Media Marketing & the Travel Industry

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What is social media marketing and how does it effect the tourism industry, how can your business leverage social media and finally what does the future of social media hold and what does it mean for your travel business.

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Social Media Marketing & the Travel Industry

  1. 1. THE SOCIAL EXPERIENCE. GROW YOUR BRAND, ENGAGE YOUR CUSTOMERS AND STAND OUT FROM THE CROWD. Gina Lednyak Founder & Lead Social Media Strategist L&A Social Media @GINALEDNYAK
  2. 2. @GINALEDNYAK TODAY WE’LL COVER… Social Media Fundamentals - what you need to know about digital trends and social time spent online. 1. Develop a holistic social strategy - integrate social media into your business model. 2. What the future of social media, 3. digital and mobile looks like.
  3. 3. @GINALEDNYAK L&A SOCIAL MEDIA Featured in
  4. 4. THE SOCIAL MEDIA PHILOSOPHY We believe in value based marketing, where there is an equitable value exchange from business to customer. We believing in building authentic communication and campaigns which develop, long lasting, trusted relationships between a brand and their community. TAKE STRANGERS AND TURN THEM INTO FANS. TAKE FANS AND TURN THEM INTO DIE HARD BRAND ADVOCATES. @GINALEDNYAK
  5. 5. Social Media Fundamentals - what you need to know about digital trends and time spent online. @GINALEDNYAK
  6. 6. HOW MARKETING USED TO WORK - THE DINOSAUR MODEL • Advertising based on disruption • One-way communication • Broad messaging to broad audiences • No way for customers to speak back to you • No way to listen to customers @GINALEDNYAK
  7. 7. HOW MARKETING WORKS TODAY - INNOVATIVE & INTEGRATED • Opt-in advertising • Two-way communication • Targeted & broad messaging • Direct conversations with potential / customers • Customer to customer communication • Ability to reward loyal and engaged customers • Address negative messages in real time @GINALEDNYAK
  8. 8. SOCIAL MEDIA TRENDS By 2020 there will be almost 300 million international youth trips per year. Social penetration amongst the youth market is 65-92% depending on country. @GINALEDNYAK
  9. 9. SOCIAL MEDIA TRENDS 52% of people use social media to plan a trip. 50% of tourism providers in Australia have booking facilities on their website 38% of people use social media on their smartphones to get recommendations while travelling . @GINALEDNYAK
  10. 10. HOW DOES THIS EFFECT YOU? Mobile reviews, social sharing & mapping are increasingly influencing purchases online and in store. It takes an average buyer 7-11 touch points before they purchase with you. @GINALEDNYAK
  11. 11. Develop a holistic social strategy - integrate social media into your business model. @GINALEDNYAK
  12. 12. SOCIAL MEDIA STRATEGY @GINALEDNYAK Marketing budget Business goals Marketing strategy Your brand story Email Print Digital Social
  13. 13. 7 STEPS TO SOCIAL MEDIA SUCCESS There are 7 key steps to creating a successful social media campaign. The steps start at strategy and end with analytics and evaluation. 1. Social strategy & evaluation 2. Content creation 3. Choosing the right social networks 4. Posting & engaging with your community 5. Social advertising 6. Activations & social application development 7. Detailed insights & analytics @GINALEDNYAK
  14. 14. STEP 1 - STRATEGY & EVALUATION ✓ Evaluate who your customer audience is and what their interests are; who are your existing customers and who are the customers you would like more of? Decide what role you would like social media to play in your business. ✓ Awareness, branding and sales are all potential roles. Set monthly, quarterly and yearly KPI’s and goals for your social ✓ media activity and your business. Sit down each quarter to analyse your business activity and plan out ✓ your social media & marketing strategy for the following quarter. @GINALEDNYAK
  15. 15. STEP 2 - THE SOCIAL NETWORKS It is better to do 1 or 2 networks well, than do 3-5 networks poorly. Social media is about the quality and attention to detail within each network, and the connectivity to your community. ✓ Choose the networks where your audience already is, research this beforehand. Country, age and other demographic information will influence this. ✓ Some networks are more time consuming than others, evaluate the ✓ time you can commit before you begin. Decide the business function you would like each network to play and ✓ how it can integrate within your business. @GINALEDNYAK
  16. 16. STEP 3 - CONTENT & COMMUNICATION Create unique content that is targeted to your audience. Don’t create generic content. Be different and people will connect with you on a deeper level. ✓ Ensure you have a content strategy, decide on 3-5 themes and create ✓ content within these themes. Plan at least 2 weeks ahead. Don’t let your social media plan become ✓ groundhog day. Follow the 80/20 rules. Post value-add content 80% of the time, and ✓ sales messages 20% of the time. @GINALEDNYAK
  17. 17. STEP 4 - NETWORK DESIGN ✓ There should be a visual consistency between all of your social networks, your business and your website. If you use Facebook, be sure to have a cover photo that looks ✓ professional and shows off your business! Your profile picture must look amazing on mobile and desktop. Always go for something bold and something that looks great small. It doesn’t have to be your logo. ✓ The design used on your networks should make it clear who you are and ✓ what you do, and show your unique value proposition. @GINALEDNYAK
  18. 18. STEP 5 - POSTING & ENGAGEMENT ✓ Update your social networks 2-5 times per week. Experiment with posting at different times of day and have a clear understanding of what time of day your community is active online. As your audience may be all over the world, finding the most engaged time to post is crucial. ✓ Respond back to each person who engages with you on any of your ✓ networks through a comment or message. @GINALEDNYAK
  19. 19. STEP 6 - COMMUNITY GROWTH Plan ways that you can encourage your existing and past customers to join your social networks. This can be through incentives when they first become a customer or ongoing communications. Shared photos are the most powerful form of marketing for travel. ✓ Post engaging content to your social networks; when your community ✓ loves your content, they will share it with their community. Utilise social media advertising. Facebook ads particularly are a ✓ powerful and cost effective form of advertising. Use them. @GINALEDNYAK
  20. 20. STEP 7 - INSIGHTS & ANALYTICS Track online progress weekly, this could be as simple as tracking your ✓ number of fans, reach and sales. Each month look at your analytics in depth, including demographic, ✓ reach, engagement and growth as well as website analytics. Facebook backend analytics are a powerful source of information. Use ✓ them. Use your learnings to plan out your strategy for upcoming months. ✓ Insights and analytics brings you straight back to Strategy! @GINALEDNYAK
  21. 21. SOCIAL MEDIA STRATEGY Remember… all social networks are created equal! Online marketing is the great equaliser. Your customers Integrated online marketing Basic Business A Business B @GINALEDNYAK marketing
  22. 22. What the future of social media, digital and mobile looks like. @GINALEDNYAK
  23. 23. @GINALEDNYAK THE FUTURE… The future of effective marketing is seamless integration, smartphones and big data. Social & mobile have our trust and our attention. They help us interface with the world around us through the Internet of Things. They help us relate with the people around us through social. Often they know our context better than we do. Our travel experiences have become more rich, more shareable and more dynamic.
  24. 24. THE FUTURE IS COMING FAST @GINALEDNYAK
  25. 25. SOCIAL & MOBILE IS DISRUPTING ALL BUSINESS MODELS @GINALEDNYAK
  26. 26. BE INNOVATIVE AND AGILE… CHANGE IS JUST AROUND THE CORNER 1984 vs 2014 @GINALEDNYAK
  27. 27. THE INTERNET OF THINGS By 2017 there will be over 20 Billion mobile connected devices The smartphone will be the interface to the Internet of Things @GINALEDNYAK
  28. 28. WEARABLE TECHNOLOGY @GINALEDNYAK Google founder Sergey Brin has said the next revolution of the internet is to go “Hands Free”. How long will it be before travellers and customers have access to smart contacts wherever they go?
  29. 29. THE CLOUD & PHOTO SHARING - HOW MANY OF THESE ARE TRAVEL? @GINALEDNYAK
  30. 30. HOW DO YOU LEVERAGE THE FUTURE TODAY? Ensure your business is digitally optimised. Look for innovations within your business. Stay up to date with trends and opportunities. Give your customers ways to promote you, optimise for social sharing and recommendations. Be easily accessible via mobile and tablet. Innovation happens with or without you. See it as an opportunity and greet it with enthusiasm. Enjoy the ride! @GINALEDNYAK
  31. 31. TODAY WE’VE COVERED… Social Media Fundamentals - what you need to know about digital trends and time spent online. 1. Develop a holistic social strategy - integrate social media into your business model. 2. What the future of social media, 3. digital and mobile looks like. @GINALEDNYAK
  32. 32. QUESTION TIME @GINALEDNYAK
  33. 33. THANK YOU Gina Lednyak @ginalednyak gina@lednyakassociates.com lednyaksocial.com.au

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